{"id":352748,"date":"2018-10-19T10:55:41","date_gmt":"2018-10-19T08:55:41","guid":{"rendered":"https:\/\/rtrsports.com\/budovani-konkurenceschopnosti-skutecna-vyzva-pro-budoucnost-sportovniho-marketingu\/"},"modified":"2026-09-11T18:07:12","modified_gmt":"2026-09-11T16:07:12","slug":"budovani-konkurenceschopnosti-skutecna-vyzva-pro-budoucnost-sportovniho-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/budovani-konkurenceschopnosti-skutecna-vyzva-pro-budoucnost-sportovniho-marketingu\/","title":{"rendered":"Budov\u00e1n\u00ed konkurenceschopnosti: skute\u010dn\u00e1 v\u00fdzva pro budoucnost sportovn\u00edho marketingu"},"content":{"rendered":"

V motorsportu a sportu obecn\u011b nen\u00ed konkurenceschopnost nikdy zaru\u010dena: je t\u0159eba ji budovat, vyjedn\u00e1vat, n\u011bkdy stanovit p\u0159edpisy. A pr\u00e1v\u011b tato schopnost \u2014 garantovat nejistotu v\u00fdsledku \u2014 p\u0159edstavuje skute\u010dnou strategickou hodnotu, kterou sponzo\u0159i a vys\u00edlatel\u00e9 kupuj\u00ed, kdy\u017e investuj\u00ed do sportovn\u00edho marketingu.<\/p>\n

V posledn\u00edch letech se t\u00e9ma konkurenceschopnosti vr\u00e1tilo razantn\u011b do st\u0159edu debaty. Formule 1 roku 2023, kdy Red Bull dok\u00e1zal vyhr\u00e1t 21 z 22 z\u00e1vod\u016f sez\u00f3ny, znovu rozdm\u00fdchala diskuse, kter\u00e9 se zd\u00e1ly uzav\u0159en\u00e9: sport, jeho\u017e v\u00fdsledek je p\u0159edem dan\u00fd, ztr\u00e1c\u00ed div\u00e1ky, ztr\u00e1c\u00ed sponzory a z dlouhodob\u00e9ho hlediska ztr\u00e1c\u00ed komer\u010dn\u00ed relevanci. Pak p\u0159i\u0161el rok 2024, kdy se situace obr\u00e1tila: McLaren, Ferrari a Mercedes p\u0159inesly skute\u010dnou nejistotu a\u017e do posledn\u00edch Grand Prix, p\u0159i\u010dem\u017e sv\u011btov\u00e1 televizn\u00ed sledovanost zaznamenala nov\u00e9 rekordy. P\u0159\u00edpad Formule 1 je nejn\u00e1zorn\u011bj\u0161\u00edm d\u016fkazem, \u017ee konkurenceschopnost a komer\u010dn\u00ed hodnota sportu jdou ruku v ruce.<\/p>\n

Konkurenceschopnost jako strategick\u00fd asset pro sponzory<\/h2>\n

Je st\u00e1le z\u0159ejm\u011bj\u0161\u00ed, \u017ee budov\u00e1n\u00ed konkurenceschopnosti je v\u00fdzvou<\/strong> \u2014 a z\u00e1rove\u0148 velkou nezn\u00e1mou \u2014 modern\u00edho sportu. Zejm\u00e9na v dne\u0161n\u00edm fragmentovan\u00e9m digit\u00e1ln\u00edm z\u00e1bavn\u00edm prost\u0159ed\u00ed je pro organiza\u010dn\u00ed v\u00fdbory a sportovn\u00ed \u0159\u00edd\u00edc\u00ed org\u00e1ny nezbytn\u00e9 zajistit \u0161ampion\u00e1ty, turnaje a ligy, kde boj o p\u0159edn\u00ed pozice je nep\u0159edv\u00eddateln\u00fd a tvrd\u00fd<\/strong>. Aby nedo\u0161lo k odlivu publika ke konkuren\u010dn\u00edm discipl\u00edn\u00e1m nebo z\u00e1bavn\u00edm platform\u00e1m, mus\u00ed b\u00fdt skute\u010dn\u00e1 sout\u011b\u017e p\u0159\u00edtomna.<\/p>\n

U\u010d\u00ed n\u00e1s to samotn\u00e1 teorie sportovn\u00edho marketingu: jednou z takzvan\u00fdch \u201esekund\u00e1rn\u00edch charakteristik sportovn\u00edho produktu“ mus\u00ed b\u00fdt podle Mullina, Hardyho a Suttona nep\u0159edv\u00eddatelnost<\/strong>. Ta odli\u0161uje sport od mnoha jin\u00fdch forem modern\u00ed z\u00e1bavy \u2014 kin, seri\u00e1l\u016f, hudby \u2014 kde je produkt p\u0159edem hotov\u00fd. Jednou z v\u011bc\u00ed, kter\u00e9 d\u011blaj\u00ed sport nap\u00ednav\u00fdm, je pr\u00e1v\u011b to: na rozd\u00edl od filmu nebo seri\u00e1lu nikdy nev\u00edte, jak to dopadne.<\/p>\n

Pro zna\u010dku investuj\u00edc\u00ed do sportovn\u00edho sponzoringu<\/strong> nen\u00ed nep\u0159edv\u00eddatelnost jen estetickou hodnotou: je to m\u011b\u0159iteln\u00e1 ekonomick\u00e1 hodnota. Nap\u00ednav\u00fd z\u00e1vod generuje v\u00edce minut televizn\u00ed expozice, v\u00edce zm\u00ednek na soci\u00e1ln\u00edch s\u00edt\u00edch, v\u00edce tiskov\u00fdch \u010dl\u00e1nk\u016f. Logo zna\u010dky na konkurenceschopn\u00e9m t\u00fdmu se objevuje v emotivn\u011b poutav\u00fdch kontextech \u2014 rozhoduj\u00edc\u00ed p\u0159edj\u00ed\u017ed\u011bn\u00ed, ne\u010dekan\u00fd p\u00f3dium \u2014 kter\u00e9 zesiluj\u00ed zapamatov\u00e1n\u00ed v mysli publika. Investovat do ploch\u00e9ho sportu s p\u0159edem dan\u00fdm v\u00edt\u011bzem znamen\u00e1 platit za p\u0159\u00edtomnost, kter\u00e1 nevyvol\u00e1v\u00e1 stejnou emocion\u00e1ln\u00ed odezvu.<\/p>\n

R\u016fzn\u00e9 p\u0159\u00edstupy k obnoven\u00ed konkurenceschopnosti<\/h2>\n

Sportovn\u00ed organizace p\u0159ijaly velmi r\u016fzn\u00e9 strategie k zaji\u0161t\u011bn\u00ed konkuren\u010dn\u00ed rovnov\u00e1hy, s r\u016fzn\u00fdmi v\u00fdsledky.<\/p>\n

NBA<\/strong>, profesion\u00e1ln\u00ed basketbalov\u00e1 liga, historicky vyu\u017e\u00edvala platebn\u00ed strop a obr\u00e1cen\u00fd draft k omezen\u00ed nejsiln\u011bj\u0161\u00edch dynasti\u00ed \u2014 s \u010d\u00e1ste\u010dn\u00fdm \u00fasp\u011bchem. V roce 2023 zavedla v\u00fdznamnou reformu dan\u011b z luxusu, \u010d\u00edm\u017e zv\u00fd\u0161ila finan\u010dn\u00ed n\u00e1klady pro franchisy p\u0159ekra\u010duj\u00edc\u00ed mzdov\u00fd strop ve snaze l\u00e9pe rozd\u011blit talent a vyrovnat ligu. Mechanismus funguje jen do ur\u010dit\u00e9 m\u00edry: nejbohat\u0161\u00ed t\u00fdmy ho dok\u00e1\u017e\u00ed obej\u00edt, ale sm\u011br je jasn\u00fd.<\/p>\n

Formule 1<\/strong> zvolila v roce 2021 rozpo\u010dtov\u00fd strop \u2014 limit v\u00fddaj\u016f t\u00fdm\u016f \u2014 jako hlavn\u00ed n\u00e1stroj pro sbli\u017eov\u00e1n\u00ed technick\u00fdch bal\u00ed\u010dk\u016f. V\u00fdsledky byly pomal\u00e9, ale viditeln\u00e9: v roce 2024 poprv\u00e9 za v\u00edce ne\u017e deset let vyhr\u00e1ly z\u00e1vody p\u011bt r\u016fzn\u00fdch t\u00fdm\u016f v pr\u016fb\u011bhu sez\u00f3ny. Je to v\u00fdsledek, kter\u00fd Stefano Domenicali, CEO Formule 1, v\u00fdslovn\u011b zm\u00ednil jako hnac\u00ed motor r\u016fstu glob\u00e1ln\u00ed sledovanosti.<\/p>\n

MotoGP<\/strong> vsadila na syst\u00e9m technick\u00fdch pravidel, kter\u00fd sez\u00f3nu po sez\u00f3n\u011b postupn\u011b sbli\u017eoval v\u00fdkonnost prototyp\u016f. \u0160ampion\u00e1t 2024 nab\u00eddl jeden z nejnap\u00ednav\u011bj\u0161\u00edch z\u00e1v\u011br\u016f posledn\u00edch let: Jorge Mart\u00edn porazil Francesca Bagnaiu o pouh\u00fdch 7 bod\u016f ve fin\u00e1le v Barcelon\u011b po souboji trvaj\u00edc\u00edm celou sez\u00f3nu. Form\u00e1t Sprint \u2014 kr\u00e1tk\u00e9 z\u00e1vody v sobotu, zaveden\u00e9 v roce 2023 \u2014 p\u0159idal dal\u0161\u00ed okam\u017eiky pod\u00edvan\u00e9 a zn\u00e1sobil p\u0159\u00edle\u017eitosti expozice pro sponzory.<\/p>\n

World Superbike<\/strong> zvolilo syst\u00e9m \u201ereverse grid“, kde v\u00edt\u011bz prvn\u00ed z\u00e1vodn\u00ed v\u00edkendov\u00e9 j\u00edzdy startuje z des\u00e1t\u00e9ho m\u00edsta, \u010d\u00edm\u017e um\u011ble vytv\u00e1\u0159\u00ed v\u00edce souboj\u016f na trati. British Touring Car Championship<\/strong> dokonce vyu\u017e\u00edv\u00e1 syst\u00e9m n\u00e1hodn\u00e9ho losov\u00e1n\u00ed pro ur\u010dit\u00e1 startovn\u00ed m\u00edsta. R\u016fzn\u00e9 p\u0159\u00edstupy, stejn\u00fd z\u00e1klad: \u017e\u00e1dn\u00e1 sportovn\u00ed organizace si nem\u016f\u017ee dovolit ignorovat probl\u00e9m konkurenceschopnosti.<\/p>\n

D\u016fsledky pro sponzoring a sportovn\u00ed marketing<\/h2>\n

V oblasti sportovn\u00edho marketingu<\/strong> se konkurenceschopnost stala aktivem, kter\u00e9 je t\u0159eba m\u011b\u0159it a komunikovat, nejen zaji\u0161\u0165ovat na h\u0159i\u0161ti. Sportovn\u00ed organizace, kter\u00e9 cht\u011bj\u00ed p\u0159il\u00e1kat v\u00fdznamn\u00e9 sponzory, mus\u00ed dnes b\u00fdt schopny prok\u00e1zat \u2014 s daty \u2014 \u017ee jejich \u0161ampion\u00e1t generuje anga\u017eovan\u00e9 publikum a \u017ee momenty skute\u010dn\u00e9 sout\u011b\u017ee vytv\u00e1\u0159ej\u00ed vrcholy zapojen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch a digit\u00e1ln\u00edch platform\u00e1ch.<\/p>\n

V\u00fdmluvn\u00fdm p\u0159\u00edkladem je situace evropsk\u00e9ho fotbalu<\/strong>. Hlavn\u00ed n\u00e1rodn\u00ed \u0161ampion\u00e1ty byly dlouhodob\u011b dominov\u00e1ny jedn\u00edm nebo dv\u011bma t\u00fdmy, co\u017e postupn\u011b p\u0159esunulo div\u00e1ckou pozornost k Lize mistr\u016f, vn\u00edman\u00e9 jako vyv\u00e1\u017een\u011bj\u0161\u00ed a nep\u0159edv\u00eddateln\u011bj\u0161\u00ed. Premier League v pr\u016fb\u011bhu let t\u011b\u017eila ze \u0161ir\u0161\u00edho rozd\u011blen\u00ed televizn\u00edch pr\u00e1v, kter\u00e9 umo\u017enilo i st\u0159edn\u011b siln\u00fdm t\u00fdm\u016fm investovat do kvality \u2014 v\u00fdsledkem je historicky konkurenceschopn\u011bj\u0161\u00ed \u0161ampion\u00e1t ve srovn\u00e1n\u00ed s ostatn\u00edmi velk\u00fdmi evropsk\u00fdmi ligami.<\/p>\n

V rovn\u00fdch \u010d\u00edslech sportovn\u00edho sponzoringu<\/a><\/strong> je odvr\u00e1cenou stranou nedostatku konkurenceschopnosti to, \u017ee investice se koncentruj\u00ed kolem m\u00e1la nejatraktivn\u011bj\u0161\u00edch property, p\u0159i\u010dem\u017e zbytku skupiny zb\u00fdvaj\u00ed drobky. \u0160ampion\u00e1t, kter\u00fd nezaru\u010duje nejistotu, negeneruje pot\u0159ebnou pozornost k ospravedln\u011bn\u00ed velk\u00fdch investic ze strany zna\u010dek.<\/p>\n

Vytvo\u0159en\u00ed nebo obnoven\u00ed konkurenceschopnosti je bezpochyby hlavn\u00ed marketingovou v\u00fdzvou<\/strong> budoucnosti pro ka\u017edou sportovn\u00ed organizaci. Riziko \u2014 nijak vzd\u00e1len\u00e9 \u2014 spo\u010d\u00edv\u00e1 v tom, \u017ee nakonec z\u016fstanou siln\u00e9 a atraktivn\u00ed pro sponzory pouze dv\u011b nebo t\u0159i ligy schopn\u00e9 v\u017edy zaru\u010dit pod\u00edvanou na vysok\u00e9 \u00farovni s nejist\u00fdm v\u00fdsledkem. Pro ostatn\u00ed se zd\u00e1 komer\u010dn\u00ed marginalizace nevyhnuteln\u00fdm d\u016fsledkem. Pro zna\u010dku hodnot\u00edc\u00ed, kam investovat do sportovn\u00edho sponzoringu, m\u00e1 tato anal\u00fdza bezprost\u0159edn\u00ed praktickou hodnotu: p\u0159ed podpisem smlouvy stoj\u00ed za to se zeptat nejen \u201ekolik tento sport dnes stoj\u00ed?“, ale tak\u00e9 \u201ejak konkurenceschopn\u00fd \u2014 a tedy relevantn\u00ed \u2014 bude v p\u0159\u00ed\u0161t\u00edch t\u0159ech letech?“. To je skute\u010dn\u00e1 strategick\u00e1 ot\u00e1zka sportovn\u00edho marketingu budoucnosti.<\/p>\n

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Nej\u010dast\u011bj\u0161\u00ed dotazy: Konkurenceschopnost a sportovn\u00ed marketing<\/b><\/h2>\r\n \r\n
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\r\n Pro\u010d je konkurenceschopnost d\u016fle\u017eit\u00e1 pro sportovn\u00ed sponzoring?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak r\u016fzn\u00e9 sporty zaji\u0161\u0165uj\u00ed rovnov\u00e1hu sout\u011b\u017ee?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Kter\u00e9 sporty prok\u00e1zaly v posledn\u00edch letech dobrou \u00farove\u0148 konkurenceschopnosti?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Jak m\u016f\u017ee zna\u010dka posoudit konkurenceschopnost sportu p\u0159ed investic\u00ed?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Co se d\u011bje se sponzory, kdy\u017e sport ztr\u00e1c\u00ed konkurenceschopnost?<\/b>\r\n <\/h3>\r\n\r\n
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V motorsportu a sportu obecn\u011b nen\u00ed konkurenceschopnost nikdy zaru\u010dena: je t\u0159eba ji budovat, vyjedn\u00e1vat, n\u011bkdy stanovit p\u0159edpisy. A pr\u00e1v\u011b tato schopnost \u2014 garantovat nejistotu v\u00fdsledku \u2014 p\u0159edstavuje skute\u010dnou strategickou hodnotu, kterou sponzo\u0159i a vys\u00edlatel\u00e9 kupuj\u00ed, kdy\u017e investuj\u00ed do sportovn\u00edho marketingu. V posledn\u00edch letech se t\u00e9ma konkurenceschopnosti vr\u00e1tilo razantn\u011b do st\u0159edu debaty. Formule 1 roku 2023, […]<\/p>\n","protected":false},"author":2,"featured_media":157666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026],"tags":[],"class_list":["post-352748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive"],"acf":[],"contentshake_article_id":"","yoast_head":"\nKonkurenceschopnost a Sportovn\u00ed Marketing: Skute\u010dn\u00e1 V\u00fdzva Budoucnosti \u2013 RTR Sports<\/title>\n<meta name=\"description\" content=\"Budov\u00e1n\u00ed konkurenceschopnosti ve sportovn\u00edm marketingu: co sponzo\u0159i skute\u010dn\u011b kupuj\u00ed. 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